Meta has recently launched in-app advertising for WhatsApp users worldwide, representing a notable change in the platform’s monetization approach. However, users in the European Union will not experience this rollout until at least 2026, as confirmed by Ireland’s Data Protection Commission (DPC).
The DPC indicated that WhatsApp has informed them that the new advertising model will not be introduced in the EU until next year at the earliest. Des Hogan, Ireland’s Data Protection Commissioner, stressed the necessity for additional conversations with WhatsApp regarding the new advertising functionalities.
This postponement follows Meta’s declaration that ads would be featured in the WhatsApp “Updates” tab, notably within Status posts and the Channels list. The new advertising system aims to prioritize user privacy, depending on personal data such as location, language, and user interactions. For users associated with the Meta Accounts Center, ad preferences from Instagram and Facebook will also affect the ads shown.
The aspect of cross-platform data-sharing has sparked considerable worries among European privacy advocates and regulatory bodies. The DPC intends to collaborate with WhatsApp and other EU data protection authorities to evaluate the advertising model ahead of its possible introduction in the region.
This news emerges at a pivotal moment for Meta, which is facing an antitrust lawsuit in the United States that might influence its acquisitions of Instagram and WhatsApp. The company’s choice to launch an integrated advertising feature may reflect its assurance in the ongoing legal cases. Meta asserts that regulatory measures impacting its advertising operations could harm small businesses relying on its platforms for marketing, yet this integration could also be interpreted as a rationale for dismantling the company.
As the situation progresses, the DPC will persist in monitoring and evaluating the ramifications of WhatsApp’s advertising strategy within the EU framework.
